Factors Influencing Consumers’ Purchase Decision on CARNIVAL Stores in Bangkok Metropolitan and Environs

Abstract

The objectives of this research were 1) to compare the level of marketing mix factors affecting consumers' purchasing decisions in CARNIVAL stores in Bangkok and its environs classified by demographic factors, 2) to study retail mix factors affecting consumers' purchasing decisions in CARNIVAL stores in Bangkok and its environs, and 3) to study attitude factors affecting purchasing decisions in CARNIVAL stores of consumers in Bangkok and its environs. A sample group were people who used to buy products and used services at CARNIVAL L stores in Bangkok and its environs by randomly selecting a specific sample of 400 people. Data were analyzed using frequency distribution, percentage, mean, standard deviation, t-test, one-way analysis of variance and multiple regression analysis.

The research results showed that 1) consumers in Bangkok and its environs with different ages and occupations, level of the marketing mix factors affecting the decision to buy products in CARNIVAL stores were significantly different at .05; location the product aspect, the price aspect, the design aspect of the store decoration, the communication and service aspect had a significant effect on purchasing decisions in CARNIVAL stores in Bangkok and its vicinity at the .05 level; and 3) understanding and behavioral attitude factors affecting the purchase decision in CARNIVAL stores of consumers in Bangkok and its environs were significantly different at .05 level.